Random expressions of a Wannabe

Month: May 2013

One latent benefit of the IPL is the opportunity one gets to see a good repertoire of TV commercials as marketers “bet” 🙂 big time on IPL to gain a bigger wallet share of the consumer during the vacation time and the summer season. To me it is a good time to catch up with what’s happening on the Indian advertising space. And that’s how this IPL season I stumbled upon a trend and thought its worth sharing. This has been cooking up for a while. Take a look (click on the links to view the TVCs) at the following commercials which have been hitting us during time outs strategic or otherwise:

This ad for Centerfruit – The setting is of a traditional restaurant in Tamil Nadu where the owner is conducting an interview for a waiter. The ad brings an instant smile in your lup lupaees oops lips!! It’s a fact that like they say a Doctor’s most important qualification is to have a horrendous handwriting, the must-have skill for a waiter in Tamil Nadu is the ability to reel off the day’s menu in a jiffy.

This heavily accented Hindi speaking TamilianMurthy has been coming in on and off for some time now. So there he is, again peddling the Voltas All weather AC as he keeps getting transferred in his job fromChirapunjitoKotatoMukteshwarto now Delhi!

The general aversion of the South Indians towards playing Holi is quite well-known now. During this year’s Holi I saw this Idea TVC which captured this idea very well, I thought. (But does a Mallu son call his dad Appa???)

In this ad for Nestle Munch, though the voice over is in chaste Hindi, one can make out that the setting is in Tamil Nadu with Balakrishnan as the character name, typical background score of the South,..,..

Have you seen the latest Coca Cola commercial featuring Karan Johar’s “students of last year” – Alia Bhatt and Varun Dhawan ? The ad shows a woman resembling clearly a mami (aunty) from the south and the locale again seems like Mylapore in Chennai. ( Couldn’t locate the video link )

Also one cannot miss this old ad for Gulf oilfeaturing Dhoni being re-plugged during IPL where a heavily accented South Indian Driver chases his Chennai Super Kings Captain and Hero Dhoni to return his pillow!!!

Now you might have realized where I’m coming from. South India ofcourse. Suddenly I notice that the story behind ads of many products across categories/brands revolve around Tamil Nadu/Kerala/Karnataka/Andhra and Madrasis as people in Mumbai like to address. Like I observed in one of my earlier blog post “The Punching of Bollywood” – After the big screen, I think it is now the turn of the ad industry to wake up to the South Indian coffee!!!

What could be the reasons for this “Kolaveri” (murderous rage) towards South oflate was my next look out:

The most logical, rational and straight forward is the “Market”, “Marketing” and “Economics” angle. Which is – that the growth in FMCG, Consumer durables categories in India is being driven more by South India oflate. This is due to the increased purchasing power fuelled by the Software boom and dollar inflows from NRIs. So to tap into this boom, marketers would like to woo this creed more and more and hence the commercials reflect this strategy.

Second is the “Fresh Narrative” angle – For years, films, stories and TVCs were set in North India generally speaking. Caricaturing Punjabis, Sardars may be has become out of fashion and is sounding repetitive these days. The need for a fresh narrative is driving creative people down south. Could be.

The third as per me is the “Kollywood” angle!!! For quite some time (may be till the mid 80’s) Tamil films were admonished for being loud, over the top with no style/content,… But with the advent of some classy film makers that perception changed and more and more South films started getting re-hashed in Hindi. This exposure to the South Indian culture and life thro South Indian films and their popularity could be another reason for the ad people to venture to the South.

Last is the “Move over Bombay” angle – If you look at the origins of advertising industry in India, in the 60’s and 70s the profession was dominated by copywriters from Bombay (Da Cunhas, D’Souzas,..) And then by people from other Metro cities like Delhi,… In the next wave, we had creative people emerging from the hinterland (Prasoon Pandey, Joshi,..)Though there were excellent copy writers in Chennai as well, they rarely broke into the National scene. However in the last 10 years we see the profession throwing up lot of talented copy writers and creative directors from the South. Balki, Sridhar, Rajeev Rao to just name a few. Their work is not limited to South Indian brands. From English dominated copy to “Hinglish” copy to virtuous Hindi lines to now Tamil words thrown in liberally (for example Whistle podu, Poda,..,.. ) the narrative of the ads just follow the trend of the professionals dominating the industry. It is but natural for any creative person to bring in sensibilities he is very conversant with, in his work whether it is art, music, stories, films or for that matter an ad. Also with actual people from the South writing the lines and directing the artists, it is no more the Andhra type Hindi of Mehmood fame in Hindi films or the ads.

Well, the actual reason could be a combination of all the above.

So be prepared for an overdose of filter Kaapi, Idli, Kaanjivaram, Appadi Podu,..,.. in books, films, ads, songs, videos, tweets and what have you!!!

Post script: Oh, I missed “the only reason” for this trend and how could I?? And that is

“Rajini Sir”

After all HE is from the South. HE sets the agenda and the World follows. Period!!!

In this election season, you cannot be blamed for mistaking the title of this post for a war cry of one of the National political parties say the Congress or the BJP. I.e. to capture Karnataka today and India soon after. After all, as Karnataka votes today for its destiny driver for the next 5 years (hopefully), the ball has been set rolling for a string of state elections to follow and then the final Loksabha election mid next year i.e. if the present dispensation lasts its full term. War cry of a party is last of my bother. But, loud cry I keep hearing of the Mango people is.

I cannot but avoid sympathizing with my Karnataka friends as they brave the hot may be not so hot sun and exercise their democratic right today. What is the choice they have?

• Do they again vote and bring back BJP – which made a royal mess of its maiden Southern venture?? 3 Chief Ministers in 5 years, rampant factionalism and infighting, the honour of making “Garden city” a pitiable “Garbage City” today, Corruption charges galore, No governance… have made BJP a party with No difference.

• Do the people of Karnataka repose their faith on Congress – which must take responsibility for the lack of basic infrastructure like roads,… even after ruling the state for more than 50 years since independence? Is there a leader in Congress in the state who can make it happen in the “IT” State?

• Or they throw their weight behind Janata Dal (Secular) helmed by Kumaraswamy Gowda an Ex- Chief Minister himself. If Bangalore is sick and languishing at the bottom of the economic growth table, this secular party has to take fair share of the blame.

• Or finally will the Karnataka praja make my worst nightmare true? Is he actually readying to make Yeddyurappa of Karnataka Janata Partythe King or a Kingmaker?

For the citizens, today is a stressful day. The choice they have is to choose the Best among the Worst. As a nation did we opt for democracy to choose the good among the rotten? No wonder there is so much apathy among people today to go and vote. Frankly, if I feel that the candidates in the fray are not worthy of my vote, do I have a choice to express the same?

Though sitting in Mumbai I’m not in a quandary today, I’m worried. Worried because what my Karnataka mates are going through today, many of us have to endure when the time comes to vote for the party/front at the Centre. It looks like “A scam a day may soon keep Dr.Manmohan Singhaway”. With an early election looking imminent, the dilemma for the voter gets bigger.

I presume that most fellow Indians have had enough of this Congress led UPA and are craving for a change. For them to satisfy their craving, they need options to vote for in the next General elections. In states where BJP is strong (and that is only 6-7 states I guess) may be they have the option of voting for BJP. But in most of the other states one has to dive into deep-sea to escape from the Congress Devil. In many states where BJP is absent or present in absentia, the people have no choice but to exercise their “Best among the Worst” rule while voting. When they do that, they give fillip by default to parties like the Trinamool Congress, CPI/CPM, YSR Congress, Janata Dal (Secular), Shiv Sena, Samajwadi Party, Bahujan Samaj Party,…,…which again start extracting their pound of flesh when the Government formation time comes. Irrespective of the national sentiment for change we may yet get a Government we never wanted. Because under the present system who will rule is decided not by “National mood” but by “Rational Greed” (Money bags, ATM Ministries, Rajya Sabha nominations,…) of the fringe parties who claim to promote the cause of Regional and Sectarian aspirations but in reality have been furthering their own “cases”.

I call this the “Democracy by stealth”. So does this “Democracy by stealth” provide the famous “Government of the people, by the people, for the people”??? I doubt.

Problem definition is always easy. Finding solution is not. Yet, let me attempt. The way forward is certainly to “CHANGE” the present system. That could be in the form of electoral reforms which include

• Clearly defining and identifying National parties which have an influence in more than few states

• Mandating only “National” parties to take part in Lok Sabha elections

• Government formations only based on declared “Pre Poll Alliances” and not by convenient “Post Poll Alignments”

• Election Commission to define a template and minimum criteria for an “Election Manifesto” essentially making the document a “Minimum Agenda for Governance” for the party coming to power.

• Election Manifestos of parties once released during election campaigns must be registered with the Election Commission

• Parties not fulfilling 70% of their manifesto promises should be disqualified from contesting in the next elections. So that there is accountability along with accounts.

Some of the above ideas are indeed outrageous and outside the realm of today’s political imagination. However I strongly feel that small changes may not work. We need paradigm shifts. So that we actually see Democracy at work and not some “Democrazy”!!!